Page 2 Advertisements Column 2

Oamaru Mail, Volume I, Issue 41, 8 June 1876, Page 2

THE RATIONALE OF ADVERTISING. —: • Advertising is ail expedient for obtaining business by no means geijgsiUg;;,practised. Many tradesmen arc the expense. Some have no efficacy : others think it a rate status in business, and therefore more apt to be injurious than otherwise. On the other hand some tradesmen make n system of advertising, planting every kind of periodica], from the daily newspaper to the quarterly review, with specifications of their anxiety to serve the public, and of the merits of the articles in which they deal, and evidently sjiend a considerable sum of money yearly in that way. It may be worth while to communicate to young tradesman the ideas of an old one on the subject. They are simply and briefly as. follows : —The utility of frequent and regular advertising consists in this : there is-at all times a 'large class of persons, both in country and town, who have no iixed place for the purchase oi certain necessary articles, and are ready to be swayed and drawn towards any particular place which is earnestly brought Tinder their notice. Indifferent to all, tlicy yield without hesitation to the first who asks. Then, in the country, a considerable number of persons who wish a supply of the article advertised, and do not know of any particular place where it is to be got, being thus furnished with the address of a person who can supply them, naturally open, a communication with that address, which perhaps leads to much ulterior business. People in the country are also liable to be favourably impressed by the frequent sight ox a name in the newspapers. The advertising party acquires distinction in their eyes, and thus the}' are led, in making a choice, to prefer him. But by far the most important effect of advertising is one of an indirect nature. It conveys the impression that the party, pretending or not pretending, quackish or riot quackish, is anxious for business. One who is anxious for business is unavoidably supposed to be an industrious, attentive, civil person, who keeps the best articles at the cheapest rate, does everything in the neatest and most tradesmanlike manner, and in general uses every expedient to gratify and attach customers. People like to purchase under those circumstances. and the system of advertising assuring them that sucli circumstances exist at this particular shop, they select it accordingly. Such are the opinions of the old tradesman alinded to, and they are certainly supported by fact; for wherever an extensive and regular system of advertising is practised, and no back drawing or unconquerable circumstances exist, it is usually seen to be attended with a considerable share of success. One feature in the philosophy of the subject must be carefully attended to. A faint and infrequent system of advertising docjs not succeed even in proportion. " Drink deep or taste the Pierian spring."—" Chambers Journal/'

J. H. Stanley, of Le Roy, New York) enjoys the rare distinction of having been chosen town clerk every year for fifty .years, and received every one of the 877 votes cast at his semi-centennial election. The right to sell bread, milk, chocolate, and candy at the Philadelph ; a Exhibition lias been sold for £2,200, bat the sodawater monopoly brought £"10,40^ J a.nd..tlie restaurant and bear privilege £2j^9o[. A scheme for a ship canal froriiJHfcvre to Marseilles is being favourably discussed. The rivers Seine, Saone, Rhone, as well as the Garonne would be utilised*; the capital (£2,600,000) is sakl to ba promised. A ship canal to coiafectxthe Baltic with the port of Aichangel S" also promised.